{
 "id": "the-miss-it-test",
 "proposal": "the-miss-it-test",
 "form": "graph",
 "kicker": "Chapter 18 · Ship it, and see if they miss it",
 "title": "Ship it. Give it away. Take it away. Ask.",
 "subtitle": "Then do whatever the answer tells you, including the thing you did not want to hear.",
 "alt": "Four boxes in a row: ship, give it away, take it away, ask: do they miss it? Two branches. If they shrug and go back to their day, you do not have a product yet. If they come back and ask for it, you have something, and two questions follow: is the price one they are happy to pay, and is that price profitable for you? A note above: before you ask whether a stranger misses it, ask whether you would.",
 "grid": {
  "cols": 4,
  "rows": 3,
  "row_height": 200,
  "node_width": 330
 },
 "nodes": [
  {
   "id": "you",
   "col": 0,
   "row": 0,
   "label": "First, ask whether you would",
   "detail": "would you pick up your own tool on Monday morning?",
   "colour": "yellow"
  },
  {
   "id": "ship",
   "col": 0,
   "row": 1,
   "label": "Ship it",
   "detail": "a thing somebody else can go and use, on their own, and get value from",
   "colour": "teal"
  },
  {
   "id": "give",
   "col": 1,
   "row": 1,
   "label": "Give it away",
   "detail": "free, for a short window",
   "colour": "teal"
  },
  {
   "id": "take",
   "col": 2,
   "row": 1,
   "label": "Take it away",
   "detail": "the trial ends; nothing else changes",
   "colour": "teal"
  },
  {
   "id": "ask",
   "col": 3,
   "row": 1,
   "label": "Ask: do they miss it?",
   "solid": true,
   "colour": "navy"
  },
  {
   "id": "shrug",
   "col": 3,
   "row": 0,
   "label": "They shrug and go back to their day",
   "detail": "you do not have a product yet",
   "colour": "red"
  },
  {
   "id": "back",
   "col": 3,
   "row": 2,
   "label": "They come back and ask for it",
   "detail": "you have something",
   "colour": "green"
  },
  {
   "id": "price",
   "col": 1,
   "row": 2,
   "label": "Then two questions",
   "detail": "Is the price one they are happy to pay? And is that price profitable for you?",
   "colour": "green",
   "width": 420
  }
 ],
 "edges": [
  {
   "from": "you",
   "to": "ship"
  },
  {
   "from": "ship",
   "to": "give"
  },
  {
   "from": "give",
   "to": "take"
  },
  {
   "from": "take",
   "to": "ask"
  },
  {
   "from": "ask",
   "to": "shrug",
   "label": "no sense of loss"
  },
  {
   "from": "ask",
   "to": "back",
   "label": "a why now",
   "hot": true
  },
  {
   "from": "back",
   "to": "price",
   "hot": true
  }
 ],
 "checked": [
  "Ship it. Give it away. Take it away. Ask.",
  "Then do whatever the answer tells you, including the thing you did not want to hear.",
  "If they shrug and go back to their day, you do not have a product yet.",
  "If they come back and ask for it, you have something.",
  "Is the price one they are happy to pay? And is that price profitable for you?",
  "a thing somebody else can go and use, on their own, and get value from",
  "you would not pick up your own tool on Monday morning",
  "No sense of loss means no why now"
 ],
 "source_line": "Source: chapter 18, Ship it, and see if they miss it (v2.0.0-rc2), from the newsroom's The question is whether they miss it. One trap the chapter names: do not reach for a subscription by default."
}